해외국가 인바운드 정책 및 시장사례연구

제1장 서 론 ···························································································· 1
제1절 연구 배경 및 목적 ········································································· 3
1. 연구 배경 ···················································································· 3
2. 연구 목적 ··················································································· 3
제2절 연구 범위 및 방법 ········································································· 4
1. 연구 범위 ···················································································· 4
2. 연구 방법 ··················································································· 7

제2장 일본 사례분석 ············································································ 9
제1절 일본 관광정책 환경 및 특징 ························································ 11
1. 일본 버블경제와 관광정책의 변화 ·········································· 11
2. 3.11 대지진 이후 인바운드 관광정책 강화 ··························· 13
제2절 일본 인바운드 정책 ····································································· 15
1. 정책추진 체계와 주요조직 ······················································ 15
2. 주요 관광정책 흐름 및 계획 ·················································· 22
3. 관광정책 집행성과 점검체계 ·················································· 35
제3절 일본 인바운드 시장 ····································································· 39
1. 일본 인바운드 시장 동향 ························································ 39
2. 일본 인바운드 시장 구조 ······················································· 49
3. 마케팅 전략 및 관광브랜드 ··················································· 55
제4절 소 결 ····························································································· 64
1. 일본의 관광정책 환경 ····························································· 64
2. 일본의 인바운드 관광정책 ····················································· 65
3. 일본의 인바운드 관광시장 ····················································· 67

제3장 말레이시아 사례분석 ······························································· 71
제1절 말레이시아 관광정책 환경 및 특징 ············································ 73
1. 동아시아 외환위기 ··································································· 73
2. 국민전선(BN: Barisan Nasional)의 장기집권 ······················ 73
3. 개방적 이슬람 국교사회 ························································· 74
4. 부미푸트라(Bumiputra) 정책 ·················································· 75
제2절 말레이시아 인바운드 관광정책 ··················································· 77
1. 정책추진체계와 주요 조직 ······················································ 77
2. 말레이시아 관광정책의 흐름 ·················································· 82
3. 말레이시아 주요 관광계획 ····················································· 87
4. 말레이시아 관광정책성과 점검체계 ······································· 97
제3절 말레이시아 인바운드 관광시장 ················································· 101
1. 말레이시아 인바운드 시장 동향 ············································ 101
2. 말레이시아 인바운드 시장 구조 ·········································· 106
3. 말레이시아 관광 마케팅 전략과 관광브랜드 ······················· 114
제4절 소결 ······························································································ 121
1. 말레이시아의 관광정책 환경: 네 개의 키워드 ···················· 121
2. 말레이시아의 인바운드 관광정책 ········································· 122
3. 말레이시아의 인바운드 관광시장 ········································· 124

제4장 싱가포르 사례분석 ································································· 127
제1절 싱가포르 관광정책 환경 및 특징 ·············································· 129
1. 도시국가적 특징 ····································································· 129
2. 아시아의 경제허브로 발전 ···················································· 129
3. 안정된 정치체제 유지 ··························································· 130
4. 다민족 국가사회 ····································································· 131
5. 영국식민지 시절 유산의 적극적인 보호 및 활용 ··············· 132
6. 해외의 콘텐츠를 수입하여 적극 활용 ································· 133
제2절 싱가포르 인바운드 관광정책 ····················································· 135
1. 정책 추진 체계와 주요 조직 ················································· 135
2. 싱가포르 관광정책의 흐름 ···················································· 139
3. 싱가포르 주요 관광관련 계획 ·············································· 143
4. 싱가포르 관광정책성과 점검체계 ········································· 149
제3절 싱가포르 인바운드 관광시장 ····················································· 151
1. 싱가포르 인바운드 시장 동향 ··············································· 151
2. 싱가포르 인바운드 시장 구조 ·············································· 154
3. 마케팅 전략 및 관광브랜드 ·················································· 162
제4절 소결 ····························································································· 169
1. 싱가포르의 관광정책 환경: 4가지 키워드 ··························· 169
2. 싱가포르의 인바운드 관광정책 ············································ 170
3. 싱가포르의 인바운드 관광시장 ············································· 172

제5장 사례분석 종합 및 시사점 ····················································· 175
제1절 인바운드 관광정책 ······································································ 177
1. 관광정책 환경 ········································································· 177
2. 관광정책 추진체계 ································································· 179
3. 관광정책의 흐름과 주요계획 ················································· 181
4. 관광정책성과 점검체계 ························································· 184
제2절 인바운드 관광시장 ····································································· 187
1. 인바운드 시장 동향 ································································ 187
2. 인바운드 시장 구조 ······························································· 191
3. 마케팅 전략 및 관광브랜드 ·················································· 195
제3절 정책시사점 및 제언 ·································································· 200
1. 정책 시사점 ··········································································· 200
2. 정책 제언 ··············································································· 205

참고문헌 ····························································································· 212
ABSTRACT ························································································ 217